{"id":3539,"date":"2021-11-29T13:33:33","date_gmt":"2021-11-29T13:33:33","guid":{"rendered":"https:\/\/new.rithum.com\/blog\/uncategorized\/thanksgiving-2021-quelles-tendances-pour-les-achats-e-commerce-de-fin-dannee\/"},"modified":"2025-08-08T01:03:41","modified_gmt":"2025-08-08T01:03:41","slug":"thanksgiving-2021-quelles-tendances-pour-les-achats-e-commerce-de-fin-dannee","status":"publish","type":"post","link":"https:\/\/www.rithum.com\/blog\/thanksgiving-2021-quelles-tendances-pour-les-achats-e-commerce-de-fin-dannee\/","title":{"rendered":"Thanksgiving 2021 : quelles tendances pour les achats e-commerce de fin d&#8217;ann\u00e9e ?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><i><span style=\"font-weight: 400;\">Nota bene : Les statistiques de montants bruts de ventes (gross merchandise value) pr\u00e9sent\u00e9es ci-dessous sont agr\u00e9g\u00e9es \u00e0 partir des ventes r\u00e9alis\u00e9es par nos clients sur des marketplaces du monde entier, via notre plateforme. Les pourcentages sont bas\u00e9s sur des p\u00e9rim\u00e8tres constants (c&#8217;est-\u00e0-dire que seuls nos clients ayant g\u00e9n\u00e9r\u00e9 des ventes cette ann\u00e9e et la pr\u00e9c\u00e9dente sont pris en compte) durant la semaine de Thanksgiving (du dimanche 21 au samedi 27 novembre).\u00a0 Cet article met en avant certaines cat\u00e9gories de produits. Comme les marketplaces n&#8217;ont pas toutes la m\u00eame structure de cat\u00e9gories, les donn\u00e9es sont pr\u00e9sent\u00e9es en utilisant des cat\u00e9gories standardis\u00e9es par Rithum. Ces donn\u00e9es peuvent ne pas repr\u00e9senter fid\u00e8lement l&#8217;activit\u00e9 e-commerce mondiale ou les performances de chaque marketplace. Sauf mention\u00a0 contraire, les calculs sont pr\u00e9sent\u00e9s en dollars am\u00e9ricains (USD) et ne sont pas redress\u00e9s des variations de taux de change.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8212;<\/span><\/i><\/p>\n<p>Un Black Friday de plus vient s&#8217;ajouter au compteur, alors que la saison des achats de fin d&#8217;ann\u00e9e poursuit son cours.<\/p>\n<p>Dans <a href=\"https:\/\/www.rithum.com\/blog\/industry-trends\/e-commerce-strong-heading-into-2021-holiday-season\/\">un article<\/a> (en anglais) publi\u00e9 la semaine derni\u00e8re, nous nous demandions si les inqui\u00e9tudes li\u00e9es \u00e0 la supply chain allait motiver certains consommateurs \u00e0 anticiper leurs achats de fins d&#8217;ann\u00e9e. Il reste encore beaucoup de temps avant No\u00ebl, mais les donn\u00e9es de la semaine derni\u00e8re indiquent bien une forme d&#8217;anticipation des achats, au moins dans certaines cat\u00e9gories.<\/p>\n<p>Comme d&#8217;habitude, les ventes r\u00e9alis\u00e9es pendant la &#8220;Thanksgiving Week&#8221; (du 21 au 27 novembre) \u00e9taient bien plus importantes que pendant les semaines pr\u00e9c\u00e9dentes. Mais si les ventes de cette ann\u00e9e sont effectivement en hausse par rapport \u00e0 la m\u00eame semaine en 2020, la croissance \u00e9tait moins rapide que durant la premi\u00e8re moiti\u00e9 du 4e trimestre (du 1er octobre au 20 novembre). Cela indique bien que certains acheteurs ont anticip\u00e9 une partie de leurs d\u00e9penses de fin d&#8217;ann\u00e9e. Il sera int\u00e9ressant de voir si une deuxi\u00e8me vague de croissance se produit, au moment o\u00f9 les retardataires commenceront \u00e0 paniquer !<\/p>\n<p>Dans <a href=\"https:\/\/www.rithum.com\/blog\/industry-trends\/e-commerce-strong-heading-into-2021-holiday-season\/\">notre article pr\u00e9c\u00e9dent<\/a>, nous pr\u00e9sentions les taux de croissance par cat\u00e9gories des montants bruts de ventes du 4e trimestre (\u00e0 p\u00e9rim\u00e8tre constant). En 2021, beaucoup de pays ont lev\u00e9 des restrictions par rapport \u00e0 2021, et il \u00e9tait donc plus facile de r\u00e9aliser des achats en magasins. Dans ce contexte, il est impressionnant que nous continuions \u00e0 voir de la croissance des achats e-commerce en 2021 apr\u00e8s la croissance extr\u00eamement forte de 2020.<\/p>\n<p>Le graphique ci-dessous indique les taux de croissance des montants bruts de ventes durant la semaine de Thanksgiving, \u00e0 la fois en 2020 et 2021. Comme nous utilisons la m\u00e9thodologie du p\u00e9rim\u00e8tre constant, ces chiffres ne sont pas influenc\u00e9s par des potentiels changement dans notre base de clients.<\/p>\n<p>Les cat\u00e9gories en plus forte croissance pour la semaine de Thanksgiving 2021 sont la pu\u00e9riculture (+36%), la t\u00e9l\u00e9phonie (+26%), la mode (+26%), l&#8217;animalerie (+15%) et l&#8217;informatique (+11%). \u00c9videmment, ces chiffres ne repr\u00e9sentent qu&#8217;une semaine de donn\u00e9es et sont peut-\u00eatre influenc\u00e9s par le timing des promotions et les inqui\u00e9tudes autour de la supply chain plut\u00f4t que pour des vraies raisons de performance au sein de chaque cat\u00e9gorie.<\/p>\n<p>Quoiqu&#8217;il en soit, ces donn\u00e9es pourraient s&#8217;av\u00e9rer utiles pour les marques et les retailers qui cherchent \u00e0 mieux anticiper les variations de demande \u00e0 l&#8217;\u00e9chelle mondiale, \u00e0 l&#8217;approche de No\u00ebl.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-105418\" src=\"http:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Croissance-ecommerce-semaien-Thanksgiving-scaled.png\" alt=\"\" width=\"1024\" height=\"645\" \/><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Nota bene : Les statistiques de montants bruts de ventes (gross merchandise value) pr\u00e9sent\u00e9es ci-dessous sont agr\u00e9g\u00e9es \u00e0 partir des ventes r\u00e9alis\u00e9es par nos clients sur des marketplaces du monde entier, via notre plateforme. Les pourcentages sont bas\u00e9s sur des p\u00e9rim\u00e8tres constants (c&#8217;est-\u00e0-dire que seuls nos clients ayant g\u00e9n\u00e9r\u00e9 des ventes cette ann\u00e9e et la [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3540,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"coauthors":[],"class_list":["post-3539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Thanksgiving 2021 : quelles tendances pour les achats e-commerce de fin d&#039;ann\u00e9e ? | Rithum<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rithum.com\/blog\/thanksgiving-2021-quelles-tendances-pour-les-achats-e-commerce-de-fin-dannee\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Thanksgiving 2021 : quelles tendances pour les achats e-commerce de fin d&#039;ann\u00e9e ?\" \/>\n<meta property=\"og:description\" content=\"Reading Time:  2 minutesNota bene : Les statistiques de montants bruts de ventes (gross merchandise value) pr\u00e9sent\u00e9es ci-dessous sont agr\u00e9g\u00e9es \u00e0 partir des ventes r\u00e9alis\u00e9es par nos clients sur des marketplaces du monde entier, via notre plateforme. 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